How to Write Copy That Doesn’t Sound Like... Copy | Tips from a Freelance Copywriter in Singapore

Photo credit: Daniel Reche

We’ve all come across it. That stiff, soulless, overly polished brand copy that reads like it was written by a robot in a blazer.

It starts with “We are passionate about solutions…” and ends with “Contact us today to unlock synergy.” Somewhere in the middle, your eyes glazed over and your soul momentarily left your body.

That, my friends, is copy that sounds like… copy. And if your audience can feel the sell coming from a mile away, it’s already game over.

So, how do you write copy that doesn’t scream “I’m selling something!”—even when you very much are?

Let’s dive in.

1. Talk like a human, not a brochure

This might sound obvious, but you’d be surprised how many businesses abandon their everyday tone the moment they sit down to write.

In real life, no one says:

“Our revolutionary, integrated ecosystem leverages industry-leading synergies to deliver unparalleled ROI.”

But somehow, in copywriting world, this sentence makes the cut.

Instead, ask yourself: Would I say this out loud to someone I like?

If not, it probably doesn’t belong in your copy.

Try this:

“We help businesses get better results with less fuss.”

Still confident. Still clear. But now you sound like someone your customer would actually want to talk to.

2. Ditch the buzzwords (unless you’re pitching to a conference of marketing robots)

Words like cutting-edge, next-gen, empowering, and robust are like parsley on a plate—they look fancy, but they’re usually just there to distract from the lack of flavour.

Instead of fluffing things up with buzzwords, show people what you actually do.

Bad copy:

Our dynamic team delivers scalable, client-centric solutions.

Better copy:

We write words that help you sell stuff. That’s it.

As a freelance copywriter, I’ve found that the more honest and specific you are, the more trust you build. And trust is what turns lurkers into customers.

3. Get to the point (before your reader gets to the exit)

Your reader is not here for a novel. They’re here for a reason.

That means your copy needs to respect their time. If you’re still clearing your throat by paragraph three, they’ve already clicked away to look at a video of a dog doing taxes.

Trim the fat. Lead with value. Be crystal clear about what’s in it for them.

A great rule of thumb: If you wouldn’t say it on a billboard, rethink it.

4. Add a sprinkle of personality

Copywriting isn’t just about conveying information—it’s about connection.

The most memorable brands have a tone of voice. You know when something is written by Innocent Drinks, or Mailchimp, or your favourite cheeky pizza joint.

They sound like people.

So give your copy a bit of flair. That could mean:

• Throwing in a well-timed joke 🍕

• Using a metaphor your audience will get (“like a playlist that always hits right”)

• Adding some local flavour (if you're a freelance copywriter in Singapore, yes, a “lah” or “can or not?” might just work)

Tone of voice = your brand’s personality in words. Don’t let yours sound like it’s wearing beige slacks and talking about KPIs at a dinner party.

5. Write to one person (not a crowd)

Copy that sounds like it’s trying to please everyone ends up connecting with no one.

Instead, write as if you're talking to one person. Give them a name. Picture them in your head. What’s their vibe? What’s keeping them up at night? What would make them laugh?

Once you’ve got that, write like you’re sending them a DM—not a boardroom memo.

This trick alone will transform your copy from stiff and generic to warm, engaging, and… well, human.

6. Read it out loud (yes, really)

One of my favourite editing tools as a freelance copywriter? My mouth.

Reading your copy out loud helps you catch all sorts of clunky phrasing, weird rhythms, and sentences that sound like they were built by a committee.

If you trip over a line or stop to scratch your head, your reader probably will too.

Plus, if it sounds natural when spoken, it’ll feel natural when read.

And natural = trustworthy. Trustworthy = people actually buy things. Win-win.

7. Let go of “proper” writing rules

You heard me. Throw the grammar book out the window (just, not at anyone).

Copywriting is not the same as essay writing. It’s okay to:

• Start sentences with “And” or “But”

• Use one-word sentences

• Break. The. Rules.

Good copy is about rhythm, clarity, and voice—not perfection. So if a sentence fragment helps you land your point with a punch, use it.

See?

Final Thoughts: Write like someone who gets it (nudge: this freelance copywriter in Singapore)

At the end of the day, copy that doesn’t sound like copy… is just clear, honest communication. It’s writing that meets the reader where they are and invites them in—without shouting, seducing, or sounding like a jargon-fuelled robot.

If you’re struggling to find that balance, you’re not alone. Plenty of business owners, marketers, and even seasoned writers find it hard to capture the right tone. That’s where working with a freelance copywriter in Singapore (hi, that’s me 👋) can help.

Need copy that sounds like you, not a stock template?

I’m Kevin, a freelance copywriter who believes in writing words that actually sound human (and maybe even make your customers smile). If you’d like help crafting website copy, emails, landing pages or anything else that needs a little extra zing — you know where to find me!📍www.kevinthecopywriter.com